The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers

被引：36

作者：

Adams, Leen ^{[1
,2
]}

Faseur, Tineke ^{[1
,2
,3
]}

Geuens, Maggie ^{[4
]}

机构：

[1] Hogesch Univ Brussel, Fac Econ & Management, Brussels, Belgium

[2] Univ Ghent, Dept Mkt, Ghent, Belgium

[3] Univ Coll Ghent, Ghent, Belgium

[4] Vlerick Leuven Gent Management Sch, Louvain, Belgium

来源：

JOURNAL OF CONSUMER AFFAIRS | 2011年 / 45卷 / 02期

关键词：

PROTECTION MOTIVATION THEORY; ANTISMOKING ADVERTISEMENTS; DECISION-MAKING; EMOTIONAL INFORMATION; INTEGRATIVE MODEL; ADOLESCENTS; PERSUASION; MESSAGES; FIT; ACCESSIBILITY;

D O I：

10.1111/j.1745-6606.2011.01203.x

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

People's self-regulatory focus may determine the effectiveness of stop-smoking campaigns. An experiment with 226 young smokers investigated the persuasiveness of different emotional appeals for different self-regulatory foci. A congruency effect emerges for attitude toward the advertisement and behavioral intentions: Young smokers with a promotion focus are more persuaded by sadness-joy than fear-relief campaigns, and the opposite is true for those with a prevention focus. As predicted by the regulatory relevancy principle, ad involvement mediates this effect.

引用

页码：275 / 305

页数：31

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